Qualitative and quantitative surveys conducted for the CC

Note by CC

During the summer of 2004, the CC commissioned consumer research to explore users’ perceptions and experiences of store cards. Prior to conducting any larger- scale research, the CC asked ORC International, an independent market research company, to conduct a small scale qualitative survey that used in-depth interviews with members of the general public who had store cards. The interviews covered different types of store card user including people that regularly used the credit offered by store cards and those that did not do so. The study was of a limited number of people. Its findings cannot necessarily be generalised to the whole of the store card user population. The report was prepared under ORC’s responsibility and is ORC’s interpretation of what they were told; no inference should be drawn that the CC is necessarily in agreement with any particular point in the report.

The CC then commissioned the same company to undertake a Quantitative Survey. ORC International conducted telephone interviews with 1,002 respondents holding at least one store card.

Both survey reports can be accessed below. Six paragraphs have been excised from the published version of the Quantitative Survey Report because they contain potentially sensitive data on specific, named store cards.

Links to documents

ORC Small-Scale Qualitative Survey: Consumer Research into Perceptions and Experiences of Store Cards (pdf, 118kb)

ORC Quantitative Survey (pdf, 140kb)